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(PUBLIC MANAGEMENT)

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SWAROVSKI

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(Public Management)
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, Swarovski Hellas
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( ), . (Controller & Credit
Manager) . ( )
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Swarovski Kristallwelten ( ),
. Christin Wlfel (Junior
Sales Manager) David Zipperle (Marketing Sales Manager)
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.................................................................................................................... 1
.................................................................................................................. 2
- ..................................................................................... 5
.......................................................................................... 9
......................................................................................................................11
Abstract....................................................................................................................... 12
.................................................................................................................... 14
1:
1.1 ............................................................................................................ 16
1.1.1 ......................................................................................... . 16
1.1.2 ..................................... .. 24
1.2 ........................................................................................ .. 30
1.2.1 ...................................................................................... .. 33
1.2.2 ....................................................................................... ... 38
1.2.3 ............................................... 43
1.3 ...................................................................................................... . 45
1.3.1 ................................................................................ .. 49
1.3.2 ........................................................................ ... 57
1.3.3 (New Public
Management)............................................................................................ .............. 65
1.3.4 H :
........................................................................................................... ......... 66
1.4 ................................................................................. 69
1.4.1 .............................................................................. ........... 70
1.5
........................................................................................................ ............... 84
1.5.1
......................................................................................................... ........... 84
1.5.2 ........................ ..... 86

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2.1 :
........................................................................... ......... 96
2.2 ........................................................................ ......... 99
2.3 .................................... ....102
2.4 .............. .105
2.4.1
............................................................................ ........................111
2.4.2 : ;............................... ....113
3:

3.1 .........................................................................116
3.1.1
.................................................................. ........117
3.1.2 :
....................................................................................................................119
3.1.3 ;................................................. ...120
3.1.4 ....... ...121
3.1.5 .............................................................122
3.2 .............................................................................................124
3.2.1 ......................... ...127
3.2.2 .................. ...128
3.3
................................................................................................... .........138
3.3.1
......................................................................................139
3.3.2 (..).............................................................. .......141
4: Swarovski
4.1 ........................................................................................... ..145
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4.2 ,
..................................................................................................................147
4.3 Swarovski: ,
........................................................................................................................... 149
4.3.1 ............................................................................................ ...154
4.3.2 ..................................................... ...156
4.3.3 .......................................................................... ...158
4.4 ............................................................... ..159
4.4.1 ..................................................... ...161
4.5 - ........................................................ ....165
4.5.1 ...................................................................... ....168
4.6 Swarovski- The Swarovskis WATER School................ ...170
4.6.1 Hohe Tauern..........................................171
4.6.2 The Living GANGES ..................................172
4.6.3 The Living YANGTZE - ............................ ....173
4.6.4 The Living NILE - Swarovski ................. ...174
4.7 Swarovski Hellas........................... ................................................................177
5:
5.1 ......................................................................................... ...178
5.2. Swarovski Hellas.................. ...179
6:
6.1 ....................................................191
7: -
7.1 ......................................................................................................210
7.2 .............................................................................................................215
..............................................................................................................218
........................................................................................................234

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1.1

28

1.2

41

1.3

64

3.1
3.2

118
123

3.3

133

4.1

- Swarovski

175

4.2

SWOT ANALYSIS SWAROVSKI

176

5.1

79

5.2

180

5.3

180

5.4

181

5.5

182

5.6

183

5.7

184

6.1

192

6.2

192

6.4

193

6.5

193

6.6

195

6.7

196

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6.8
6.9
6.10

196
197
198

6.11

200

6.12

()

202

6.13

()

204

6.14

()

205

XHMA 1.1

27

1.2
3.1
3.2

38
130
134

3.3

135

3.4

137

3.5

143

3.6

143

3.7
3.8
3.9
4.1

1.1
4.1
5.1




Consumer based brand pyramid

143
144
144
153

76
156
179

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5.2

180

5.3

181

5.4

182

5.5

183

5.6

183

5.7

184

6.1

192

6.2

193

6.3

193

6.4

194

6.5

195

6.6

195

6.7

196

6.8

196

6.9

197

6.10

199

6.11

200

6.12

()

202

6.13

()

204

6.14

206

6.14

206

6.14

206

6.14

207

6.15

207

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6.15
6.15
6.15
6.16

-
-

208
208
208
209

6.16

209

6.16

209

7.1

214

7.2

214

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...
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...
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A.M.S.
B.A.F.T.A.
B.M.C.T.
B.S.R.
CHCs
C.F.D.A.
C.F.C.
CO
COM.
C.R.S
C.S.P.
C.S.R
D.S.W.
E.F.Q.M
E.M.A.S.
E.U.

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: Arbeitsmarktservice
: British Academy of Film and Television Arts
: Bwindi Mgahinga Conservation Trust
: Business for Social Responsibility
:
: Council of Fashion Designers of America
:
:
: Commission
: Corporate Responsibility Strategy
: Corporate Social Performance
: Corporate Social Responsibility
: Deutsche Stiftung Weltbevoelkerung
: European Foundation for Quality Management
: Eco-Management and Audit Scheme
: European Union

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F.T.S.E.
g/ kWh
I.C.T.
IEDC
I.S.O.
..
I.U.C.N.
K.W.
M.W.
O.E.C.D.
R.F.I.D.
R.O.A.
R.O.E.
S.C.S.
S.P.S.S.
S.W.O.T. ANALYSIS
T.C.O. Labelling Scheme
.Q.M.
U.N.E.S.C.O.
U.N.E.P.
U.N.I.C.E.F.
W.C.E.D.
W.W.F.

: Financial Times and the London Stock Exchang


: gram / kilowatt hour
: Information and communications technology
: Institute for Entrepreneurship and Career Development
: International Standards Organization
: Information Technology
: International Union for Conservation of Nature (
)
: Kilowatt
: Megawatt
: Organisation for Economic Co-operation and Development
: Radio Frequency Identification
: Return On Assets
: Return On Equity
: Swarovski Crystal Society
: Superior Performance Software System
: Strengths, Weaknesses, Opportunities and Threats
: The Swedish Confederation of Professional Employees
: Total Quality Management
: United Nations Educational, Scientific and Cultural Organization
: United Nations Environmental Programme-
)
: United Nations International Children's Emergency Fund
: Word Commission for the Environment and Development
( ),
: World Wildlife Fund

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(SPSS, Excel)
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Abstract
Corporate Social Responsibility is a principle that applies to a free market economy, but
the pursuit of personal profit is neither at the expense of collective or social welfare nor
at the expense of future generations. Instead, the pursuit of profit must be compatible
with activities that improve the position of workers, promote human dignity, strengthen
the environmental protection and take into account the welfare of future generations. It
is a new concept in the modern era that is constantly gaining ground.
The disposal of all people in a company or an organization to offer to the community, to
protect the environment but also for the general service of collective interest are factors
that should be considered seriously and constantly promoted, particularly under the
conditions of the current crisis. At the same time, it is very useful to examine the
concepts of innovation, sustainability, development and governance as a component of
Corporate Social Responsibilitys concept. These four pillars are important to develop,
in order to improve the efficiency and effectiveness of the private and public sectors
services, particularly in conditions of difficult economic times.
In the present study these factors were examined as components of a socially responsible
company, by using the example of the Industrial Unit Swarovski both in Austria and
Greece, targeting the presentation and comparison of corporate actions in these two
countries. The methodology applied, initially includes the analysis of classical theories
of corporate social responsibility but also the analysis of the aforementioned four pillars,
followed by a comparison between the actions of the private and public sphere.
Furthermore, there was conducted an investigation in order to collect primary data, by
means of the use of conventional techniques of measurement. Then these data are
described, analyzed and evaluated by using statistical data analysis tools (SPSS, Excel)
and at the end, they are listed the corresponding conclusions and suggestions.

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KEYWORDS
Corporate Social Responsibility, Innovation, Viability, Sustainable Development, New
Public Management, Civil Society, Governance, Corporate Governance, E-Governance,
Private sector, Public sector, Sustainability, Competitiveness, Business Strategy.

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Swarovski Innsbruck
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Swarovski Hellas
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Swarovski Hellas
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2000
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. Porter (1990)
, Drucker
(1985)

.
P. Drucker1,
,

.
1

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17

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. , P. Drucker

, (..:
endow)
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1920,
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Chakravarthy3 .
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Ferrier Kornman
4. Midgley
Dowling5
.
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6

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, ., (2005), , . , , .130.
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. , 26/07/2004
3

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:

,
7.
Richard Lyons, (Goldman Sachs)
. Porter,
.
,
,
8.

Joseph Schumpeter (1883-1950),
20 .
,
. Schumpeter
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Joseph Schumpeter :
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9.

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http://el.wikipedia.org/wiki/%CE%9A%CE%B1%CE%B9%CE%BD%CE%BF%CF%84%CE%BF%CE
%BC%CE%AF%CE%B1
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Porter, M. (1990), The Competitive Advantage of Nations, . Free Press, .579
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Schumpeter, J. (1934), The Theory of Economic Development, Harvard University, . Free Press,
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, OECD (2005)10.
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. (&)
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, Wiig & Isaksen (1998) Freel (2003)11,
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( radical innovation, ..
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( -incremental innovation, ..
ABS). , : 1)
, , 2)
, 3)
10

OECD 2005, OECD Oslo Manual: Guidelines for collecting and interpreting innovation data, OECD/
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Freeman (1971), Porter (1990), Pavitt (1987),Thwaites & Wynarczyk, 1996 North & Smallbone,
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20

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12.
,
, (customers)
(consumers), ,
(Mowery &
Rosenberg, 1979 Mole & Worrall, 2001)13.
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15.
John Emmerling,
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managers: 1)
, 2) , 3)

12

EC, 1995 cited in Neely et al, 2001.


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, 4)
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,

(Schumpeter, 1942).

17.
Blackman Davison (2004),
, - , :
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.
(Roberts
Berry, 1985)
(innovation) , invore
.

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,

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19.

16

Andrew, H. Van de Ven Source (1986), Central Problems in the Management of Innovation,
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, . (1994), , .

19
K, . (1991), , . ,

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.
National Manufacturing Council
,
(everyday practice)20. O
. Zairi
21.

McAdam, Amstrong, Kelly: ,
.

. (archaism
and routine). '
. , : 1)
, 2) ,
, 3) (change
management), 4) 5)
22.
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23.
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20

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21

23

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24.
M. Mogee W.H. Schacht
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1.1.2
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(innovation) (invention).
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,
.
(John
Kenneth Galbraith). ,
24

Peters, T., Waterman, R. (1980), In search of Excellence, Harper and Row, New York
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27
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25

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( 10%)
. Joseph Schumpeter
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28.
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30.
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31.
Art Fry, Post-it notes, (
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P.Trott A. Hoecht,
32,

28

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....(1971), The Condition for Success in Technological Innovation, .17.
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.. (1996), .
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29

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,


(DeBresson, 1996).

1.1:

:: Gate2Growth/ Doctoral Research Paper No 991

33

Edison, Th., Invention is ninety percent perspiration and one percent inspiration
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1.1:

1.


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10



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Venkatraman, 1989
Levebvre et al.,1997Maidique & Patch, 1978Ettlie & Bridges, 1982.

Subramanian & Nilakanta,


1996- Liker et al., 1999.
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28

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11

12

13

14

15

16

(,
.)

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,

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1995-Huiban &
Boushina,1998Premkumar & Roberts,
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34

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18

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20

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Delcanto &
Gonzalez,1999- Harris &
Trainor,1995- Kessler &
Chakrabarti,1999- Song &
Parry,1997-Huiban &
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1.2
, Michael E. Porter, Harvard
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http://www.economics4development.com/

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(1992)
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, , 1987, Brundtland38
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(1992)39
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( 3893/1981 ., 2228/1982, 1061/1982, 4808/1987 ., .
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Our Common Future, World Commission on Environment and Development, 1987
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bottom up,
top down.
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17(1), 99-120.
216

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. , , :
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1997). ,
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, , 218.
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219 (Husted & Allen, 2001).
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Zadek, ,
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217

Donaldson, T., & Preston, L. (1995), The stakeholder theory of the corporation: concepts, evidence
and implications, Academy of Management Review, 20(1), 65-91.
Freeman, R. E. (1984), Strategic management: a stakeholder approach, Boston: Pitman.
218
Castelo, B., M., & Rodrigues, L. L. (2006), Corporate social responsibility and resource-based
perspectives, Journal of Business Ethics, 69(2), 111-132.
McWilliams, A., & Siegel, D. S. (2001), Corporate social responsibility: a theory of the firm perspective
Academy of Management Review, 26(1), 117127.
Russo, M. V., & Fouts, P. A. (1997), A resource-based perspective on corporate environmental
performance and profitability, Academy of Management Journal, 40(3), 534559.
219
Husted, B. W., & Allen, D. B. (2001, August), Toward a model of corporate social strategy
formulation. Proceedings of the Social Issues in Management Division at Academy of Management
Conference, Washington D.C., Washington, Estados Unidos, 61.

131

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"". , ' ,
,

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220

Carroll, A. B. (1991),The pyramid of Corporate Social Responsibility: Toward the moral management
of organizational stakeholders, Business Horizons, 34, 39-48.
http://dx.doi.org/10.1016/0007-6813(91)90005-G
221
Munilla, L. S., & Miles, M. P. (2005). The Corporate Social Responsibility Continumum as a
Component of Stakeholder Theory, Center for Business Ethics at Bentley College. Oxford: Blackwell
Publishing.
http://dx.doi.org/10.1111/j.0045-3609.2005.00021.x

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(Munilla & Miles, 2005). 1


.
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EKE

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Hansen, & Heikki, 2003) (Miles & Covin, 2000).

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3.2:


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: Strategic Corporate Social Responsibility Management for Competitive Advantage


[http://anpad.org.br/periodicos/content/frame_base.php?revista=2]

,
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(Burke & Logsdon, 1996, Husted, 2003, Zadek, 2005).

(Porter & Kramer, 2006).
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134

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3.3:
3.3

: Strategic Corporate Social Responsibility Management for Competitive Advantage


[http://anpad.org.br/periodicos/content/frame_base.php?revista=2
http://anpad.org.br/periodicos/content/frame_base.php?revista=2]]

(Barney,
1991)

(Zadek, 2005),


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142

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16

43

44
41

39

13.7

12
8.8

2007

2008
2009
2010

2011

2008

2009

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2011

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143

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3.8:

3.9:

144

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4
Swarovski

Swarovski
, Swarovski AG
. :
Swarovski Kristall,
,
Tyrolit SCHLEIFMITTEL
.

4.1

Daniel Swarovski (24 1862- 23


1956),

230

( )


.
Swarovski
. 1892

,
Daniel Swarovski (1862-1956)

231. 1895, Swarovski Armand


Kosman Franz Weis Swarovski, A. Kosmann,

230

Pederson, J. (1988), International directory of company histories , St. James Press, p. 422.
Callan, Georgina O'Hara, Glover, Cat (2008). The Thames & Hudson Dictionary of Fashion and
Fashion Designers, Thames & Hudson, p. 248.

231

145

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, Wattens,
,
, Daniel Swarovski
233.
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,
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Swarovski. ,
Swarovski.
2010, ,
, Swarovski
.
, Swarovski
.
, Swarovski
. ,


.
Swarovski .

. :

232

Pederson, J. (1988), International directory of company histories , St. James Press, p. 422.
Campbell, Gordon (2006), The Grove encyclopedia of decorative arts, Volume 2 , Oxford University
Press US, p. 407.

233

146

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: SWAROVSKI


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2012, status quo
Swarovski. Swarovski
, ,
, , , .

4.2 ,
Swarovski
(CRS)
.
.


.
Swarovski
.
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148

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4.3 Swarovski: ,

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Wattens, ,
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).
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Swarovski
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, set-up ,
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151

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.
.
Swarovski
, Daniel Swarovski.
.
.

. , ,
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...
.

. .
,
Swarovski, iflash IDEA Management. ,

,
. , , ,
.

.
, Swarovski
, : 560
2008 2009 . Swarovski
.
Swarovski Shekhar Kapur,

.
152

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4.1: Consumer based brand pyramid

Swarovski
.
,

. ,
. ,

153

...: &
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,
, .

.
.
Swarovski

,
. ,,
,
,
.

4.3.1
. Daniel Swarovski
. 1895,

. ,
.
.
Swarovski . 24.800
( 4.1), (5.000)
Wattens. , Swarovski
.
,

Wattens. Swarovski
.

154

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.
Swarovski .
10%
15% .
,
1976.

.
- -
1948.
, . 2003,
, Swarovski

,
. " (Bonus Pension Fund)
,
.

.
:
*
*
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155

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4.1:

6738

6517
5284

5214

5224

5953

5530

5224

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3599

4011

3904

3904

4148

4452

4832

2171
1156

2002

1273

2003

1273

2004

1320

2005

1382

2006

1382

2007

1501

2008

1685

2009

4905

1833

2010

4.3.2
.
,
,
. ( , 12 2003)
, ,
ntranet Swarovski
,
. Swarovski ,

.
(
, ).
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156

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: ,
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) ,
.

,
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. 143 safety
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2010. ,
,
.
, 100% Swarovski
.
,
.


. 2008 2009
78% 89%.
.
,
-
,

.

. 17,4% 2007
2009, 37,4%. ,
. 2007, 1 23
, 2009 1 29.

.
157

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4.3.3
Swarovski
.
.
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Swarovski 1959. , 1.100
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.

, Swarovski
1978 -
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.
...


.
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, .
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,
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158

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).
. Swarovski,

(management).
,

one-to-one


. ,
,
.

Swarovski. , ,
,
. , 2009

(Arbeitsmarktservice AMS),
.

4.4
,

, Swarovski

.

159

...: &
: ,
: SWAROVSKI


Wattens.
1895 Inn Wattenbach.
,
Rhomberg, 20 hp
. , Swarovski
. ,
.
-1907: Ausserachen 440 KW

-1951: Ausserachen 750 KW .


-1958 1961: Innerachen 2.200 KW
-1983: Wattenbach (
Wattens) 8.800 KW .
-1984: Innerachen 478 MW .

()

1980
Schwaz
Swarovski . , Swarovski
,
. ,

210.000 . ,
. Wattens,
3.000 , 60 .

, 1984 Alois Partl,
.
160

...: &
: ,
: SWAROVSKI

, Swarovski
Wattens.
1965.
1980
,
Kiefersfelden .
2009
0.045g/kWh
.

Swarovski
.
.
, 30%
.

4.4.1
Swarovski

.
.

(CO)
.

161

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: ,
: SWAROVSKI

- (CFC)

, Swarovski

. ,
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, .
:
.

CFC

CHCs

), , ,
,

.

-
,
Swarovski 1990, .
, 85%
,
.

-
40%
.
90%.
.
-

, .
,

162

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: ,
: SWAROVSKI

-

.
.

-
,
,
.


1970. 1978/9 Daniel Swarovski II,
(BARA).
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,
,
.
, ,
:
1983/84: .
1987:
1990:

1992: .
1995: .
1997: (BARA) .

163

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: ,
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99%
, 95%
.
.
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.

Swarovski
, .

, .
.

. ,
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. ,

.
Swarovski ,

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, 200 .

.
,
8000 .
.
2000
.
164

...: &
: ,
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, .
.

4.5 -

Wattens
Swarovski Wattens 115
.

Swarovski Kristallwelten. 1995 Swarovski
Andr Heller
Swarovski,
. Swarovski Kristallwelten
Wattens-
,
.

. Kristallwelten
(Giant). ,
, , , .
Swarovski,
, ,
. Swarovski
Wattens .
Daniel Swarovski,

. Swarovski
: , ,
, -, , , , .

165

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. , ,
.

. Swarovski
. ,

.
(Daniel Swarovski Research Laboratory for Transplant
Surgery),
.

, .
, Swarovski
,
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.
,
branding. ,
Swarovski .

, SOS.
Triesen
, Swarovski Triesen,
,
. , ,
Triesen, Triesen,
. ,
, Triesen.
, ,
.

166

...: &
: ,
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Mnnedorf
Swarovski Mnnedorf
. Swarovski AG Triesen,
.
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,
, 80.000 2009.
Marigot
Swarovski Marigot ,

2007,

Swarovski Baan Nhong Sakae


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4000 .
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2008,
5000
Baan Tasamor Khok Somboon Yasothorn.
2009, 217.600 (5500 ),
Baan Huay Pao Nue Loey.
Swarovski North America
Swarovski Cranston,
. Swarovski
, ,
Libby Ross .

. Swarovski 1,5
.
, Swarovski ,
,
167

...: &
: ,
: SWAROVSKI

Starlight Starbright, St. Jude,


(Rhode Island Food Bank), , .
2000. Swarovski

2005 . 2008,

.

4.5.1

Swarovski .


, Anne- Sophie Mayr,
Swarovski Crystal Society (SCS).
SCS,
SCS.

Wizard of Oz Ruby Slipper Collection, Nadja Swarovski234,


Manolo Blahnik, Jimmy Choo,
Sergio Rossi Diane von Furstenberg ruby
slippers235 ( ), Dorothy
Hollywood (1939). Ruby
Slippers Swarovski Elements
234

Swarovski Entertainment, 2010.


Dorothy (Judy Garland )
1939.
. ,
. .,
2005 . , Dorothy
.
Technicolor.
235

168

...: &
: ,
: SWAROVSKI

2008 2009,
"Tavern on the Green"
.
Elisabeth Glaser Pediatric AIDS Foundation.

, Nadja Swarovski,

2008 -
UNICEF. , 4.000 ,
Ingo Mauer,
.
,
UNICEF.

CFDA

Swarovski
(CFDA)
. Swarovski ,

. Swarovski
Swarovski
Elements.

BAFTA

Swarovski
(BAFTA). BAFTA
,
.

169

...: &
: ,
: SWAROVSKI

Divine Rock Charity Bracelet

Stephen Webster
, Clinton Bush
Haiti Foundation 2010.

4.6 Swarovski- he Swarovskis Water school


. '

- . Swarovski Water School ,

, , .
Swarovski ,
.
Swarovski Water School
Hohe Tauern, 1999. ,
, .

,
,
. ,

. Swarovski,
, SCS (Swarovski Crystal Society),
,
.

170

...: &
: ,
: SWAROVSKI

4.6.1 Hohe Tauern


Hohe Tauern
,
.
,
. ,

. Swarovski

.
Hohe Tauern, , 1999.
,
. , ,
8 13 ,

, ,
,
, .
,
, .
project,
. 40.000
Swarovski Hohe
Tauern. (the House of Water),
Swarovski,
. 1.300

2003. Swarovski
2007,
. Swarovski
WWF,
171

...: &
: ,
: SWAROVSKI

"Inn.building
",
Inn .
, ,
,
.
,
. ,

Inn, project "Inn.film".
Swarovski Hohe Tauern,
, Swarovski

.

4.6.2 The Living GANGES


2006, Swarovski Keoladeo
.
, , 150

. 30 ,
.
UNESCO
.
,
. Swarovski
WWF 1999.

.
Dr. Salim Ali Visitors Center,
172

...: &
: ,
: SWAROVSKI

, ,

. Swarovski
.

, . ,
"learning by doing",
. 2009
400 ,
, .

4.6.3 The Living YANGTZE -


. 2007,
"The Living Yangtze" Shangri-La,

UNESCO. 6.300 Yangtze
.
.
, : ,
,
,

.

: (Shangri-La), (Mianyang,
Dujiangyan), Chongqing .
33 -
,
.
,
173

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: ,
: SWAROVSKI

(, , ),

.
Swarovski "Community Center" Shangri-La.
,
.

,


,
.

4.6.4 The Living NILE - Swarovski


2008,
. ,
, , .
Bwindi .
UNESCO
1994 ,
. , ,

. ,

.
,
, .
,
, .
,
174

...: &
: ,
: SWAROVSKI


. Bwindi Mgahinga Conservation Trust (BMCT),
Swarovski
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. The Living Nile
,

. ,
, ,
,
.
.
Swarovski Crystal Society,
,

.

4.1: - Swarovski

Swarovski Water School -


,
, ' . Swarovski

. ,
,
.

* : .
* , ,
.
* .
*
175

...: &
: ,
: SWAROVSKI

:
*
.
* .
*

.

4.2: SWOT ANALYSIS SWAROVSKI

(Strengths)

( )

= Swarovski

(Weaknesses)

After Sales Service


(Opportunities)

(Threats)

(2010)

176

...: &
: ,
: SWAROVSKI

4.7 Swarovski Hellas


Swarovski ,
17 . ( 2010)
49 ,,
. Swarovski Hellas
, 6 , 104
corners .
,
Swarovski Hellas, 2013
9 60 corners.
, franchising, .


modern lux, ,
- - target
group, .

2011 12.703.216,19 ,
2.697.897,95.

( 5)
, Swarovski Hellas
2006 2011 ( 2).

177

...: &
: ,
: SWAROVSKI

5.1.
S.W.O.T. analysis

:
.
,
( ) (
),
Management ,
.
, ,
Management
, ,

.
, .

178

...: &
: ,
: SWAROVSKI

5.2. Swarovski Hellas

5.1:

2006

200
2007

2008

2009

2010
10

2011

1.576.245

1.566.085

1.396.344

1.298.412

2.984.161

2.534.938,66

9.256.702

9.128.344

13.309.756

11.098.318

8.160.820

11.520.681


804.200,03 804.200
804.200,03 1.704.199,34 8.704.197,88
804.200,03 804.200,03

2.060.000
2.060.000
2.060.000
7.660.000
2.060.000 2.060.000

6.615.155 7.803.161 8.503.427,64 8.252.440,73


9.896.755
3.074.855

5.1

14,000,000

12,000,000

10,000,000

8,000,000

6,000,000

4,000,000
2,000,000
0
2006

2007

2008

2009

2010

2011

179

...: &
: ,
: SWAROVSKI

5.2:

2006

2007

2008

2009

2010

2011

441.962.23

523.105,71

422.041,93

351.592,44

586.355,27
,27

416.852,80

2.519.311

2.968.238

2.727.678

3.607.515

3.108.148

2.606.478

762.015,01

3.421.056

2.338.734

4.411.025

1.922.540

6.838.577

5.2

7000000
6000000

5000000
4000000

3000000

2000000
1000000
0
2006

2007

2008

2009

2010

2011

5.3:
5.

2006

2007

2008

2009

2010

2011

1,39

1,16

0,68

1,30

1,01

4,43

1,33

1,10

0,76

1,30

0,76

3,61

0,11

0,43

2,33

1,27

0,19

8,89

180

...: &
: ,
: SWAROVSKI

5.3

8.89

4.43
3.61
1.391.33
0.11
2006

1.16 1.1

0.43

0.680.76

2007

1.3 1.3 1.27


0

2008

2009

1.010.76
0.19
2010

2011

5.4::

. (ROE)

(ROA)

2006

200
2007

2008

2009

2010
10

2011

3,11

4,04
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3,47

0,48

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1,74

0,30

0,19

0,20

0,17

0,02

0,23
23

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0,31

0,31

0,26

0,2

0,38

0,97

0,10
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0,01

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181

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5.4

40.00%

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10.00%

0.00%
2006

2007

2008

2009

2010

2011

-10.00%
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-30.00%

5.5:

2006

200
2007

2008

2009

2010
10

2011

6,27

6,05

4,99

4,89

12,42

11,97

2,77

3,45

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3,04

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4.89 3.12

2006

2007

2008

2009

12.42

11.97
3.04

2.97

2010

2011

5.6:

2006

0,074

2007

2008

2009

2010

2011

0,075

0,054

0,064

0,030

0,024

5.6

2011
2010
2009
2008
2007
2006
0

0.01

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183

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2006

200
2007

2008

2009

2010

2011

2.641.547

1.325.183

13.301.252

11.015.797

-1.735.935
1.735.935

8.445.826

5.7

2011
2010
2009
2008
2007
2006
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5,000,000

10,000,000

15,000,000

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206

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207

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P.

(2008),

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219

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